Master thesis FACTORS INFLUENCING ENTERPRISES MAKING BUYING DECISIONS OF EMAIL SECURITY SYSTEM (a CASE STUDY OF VNETWORK SECUMAIL PRODUCT)

Master Thesis – Factors Influencing Enterprises Making Buying Decisions of Email Security System (A Case Study of VNETWORK SECUMAIL Product) Master Thesis FACTORS INFLUENCING ENTERPRISES MAKING BUYING DECISIONS OF EMAIL SECURITY SYSTEM (A CASE STUDY OF VNETWORK SECUMAIL PRODUCT) Supervisor: Dr Vu The Dung Student: Phan Thi My Hau Student code: 77180310 EMBA - MCI Intake 10 PHAN THI MY HAU – MCI INTAKE 10 Master Thesis – Factors Influencing Enterprises Making Buying Decisions of Email Security System (A Case Study of VNETWORK SECUMAIL Product) DECLARATION OF HONOR I confirm that I have written the present thesis independently and without making use of any sources or reference other than those explicitly staked in the bibliography; Passages extracted literally or as regards content from the sources and references listed in the bibliography are identified in the thesis as a citation or a paraphrase; This master thesis has not been previous published and has thus neither made accessible to other interested parties nor submitted to another examination authority Phan Thi My Hau November 2020 PHAN THI MY HAU – MCI INTAKE 10 Master Thesis – Factors Influencing Enterprises Making Buying Decisions of Email Security System (A Case Study of VNETWORK SECUMAIL Product) ACKNOWLEDGEMENT I would like to dedicate this accomplishment to me for overcoming myself to work very hard on this study Besides, I also would like to dedicate this accomplishment to my families, my parents for their support and tolerance in my absence at home for the significant time during the study, and for their continuous encouragement and believing in me I also would like to dedicate this accomplishment to VNETWORK JSC for their supports in collecting data and sharing the ideas The study would not have been possibly completed without valuable support and contribution of: - First and most importantly, my supervisor Dr Vu The Dung for his careful guidance and support Even we are both busy in our professional businesses, Dr Dung has spent time to discussing on technical processing and review my thesis to give value feedbacks and guidances Also, he is a greatly inspired supervisor who is significantly successful in running his own education company effectively and professionally Moreover, his compliments and encouragement to me have helped me a lot in this thesis accomplishment journey - Mr Nguyen Van Tao, my partner – who conducted business trips on behalf of me in last few months of thesis submission period Thanks to his sincerer support, I have had ideal conditions to fulfill project detail plans and complete the thesis Also, within Data Analyzing period, I highly appreciate the helpful coordination from two colleagues, Ms Pham Thi Ngoc Y and Mr Phan Van Tinh, who directly performed professional actions and saved me significant amount of time - And the MCI program, all the professors and lecturers and the program management and administration team – joining this program provided me with unique experiences that I have been applying in my business Thanks to this, I have experienced the professional learning, networking, and most important, to know that there is a huge knowledge that I had not known before To inspire me in the life-long-learning journey PHAN THI MY HAU – MCI INTAKE 10 Master Thesis – Factors Influencing Enterprises Making Buying Decisions of Email Security System (A Case Study of VNETWORK SECUMAIL Product) - Last but not least, those who have participated in my survey Thank you very much for your time taken to complete the survey and the interviews You have contributed valuable perceptions and deep insights to this study ABSTRACT Developing a brand new business for a brand new product will not only take high consideration but also require a lot of efforts of renovation and improvement, especially in terms of products, resources, processes of the company SECUMAIL is a brand new email system of which brand has been being built as the high-end email security system worldwide The researcher would like to know what factors affect SECUMAIL buying decision and the dominant level of each factor – how each element affects differently to both SMEs and big enterprises The author bodered the research within Vietnamese teritory and Vietnamese enterprises with specific time period from year of 2017 to 2020 The utilized method is the factor analysis which applies 7Ps theory that is broken down into some variables The researcher is using Microsoft Excel 2010 and questionnaires as the tools for assessing the data After the process of factor analysis had been done, the researcher would use the descriptive analysis in order to interpret the results PHAN THI MY HAU – MCI INTAKE 10 Master Thesis – Factors Influencing Enterprises Making Buying Decisions of Email Security System (A Case Study of VNETWORK SECUMAIL Product) TABLE OF CONTENT CHAPTER – INTRODUCTION 1.1 1.2 1.3 1.4 1.5 1.6 1.7 1.8 INTRODUCTION BACKGROUND CONTEXT - RESEARCH PROBLEMS - RESEARCH OBJECTIVES 11 RESEARCH QUESTIONS - 11 MANAGERIAL IMPLICATIONS 12 RESEARCH SCOPE - 12 RELATIONSHIP TO PREVIOUS WORK - 12 CHAPTER – LITERATURE REVIEW 13 2.1 2.4 2.5 2.6 2.7 FACTORS AFFECT BUSINESS BUYER’S BEHAVIOR - 13 BUSINESS PURCHASING PROCESS 20 MARKETING STRATEGY AND BUYER BEHAVIOR 24 PRODUCT INVOLVEMENT 28 RESEARCH MODEL - 29 CHAPTER – RESEARCH DESIGN .33 3.1 3.2 3.3 3.4 3.5 3.6 IN DEPTH INTERVIEW 33 FOCUS GROUP INTERVIEW 33 SOURCE OF INFORMATION 34 SAMPLING - 34 QUESTIONNAIRE LIMITATION - 40 DATA ANALYSIS METHOD 41 CHAPTER – DATA ANALYSIS & FINDINGS .42 4.1 DATA ANALYSIS 42 1.1.2 1.1.3 FACTORS AFFECT DECISION OF BUYING SECUMAIL - ERROR! BOOKMARK NOT DEFINED SECUMAIL ASSESSMENT & SYSTEM EXPECTATION - 59 CHAPTER – FINDINGS AND RECOMMENDATION 67 2.1 2.2 FINDINGS - ERROR! BOOKMARK NOT DEFINED RECOMMENDATION 67 REFERENCE 69 BIBLIOGRAPHY 69 APPENDIXES .70 APPENDIX 1: INTERVIEW GUIDE - 70 APPENDIX 2: SURVEY QUESTIONNAIRES ANALYSIS BY MICROSOFT ACCESS 75 APPENDIX 3: - 83 I TABLE OF ABBREVIATION PHAN THI MY HAU – MCI INTAKE 10 Master Thesis – Factors Influencing Enterprises Making Buying Decisions of Email Security System (A Case Study of VNETWORK SECUMAIL Product) SECUMAIL – Email Security System, a product of VNETWORK JSC BOD – Board of Directors II LIST OF TABLE AND FIGURES Table Table Sample of research sample 41 Table List of interviewees 44 Table Result of In-depth and Focus Group Interview (motives that makes the organizational buyers purchasing/ transferring to a new email system) Table Result of In-depth and Focus Group Interview (time of purchasing process) Table Table Result of In-depth and Focus Group Interview (the importance of email security to the companies) Result of In-depth and Focus Group Interview (promotion affects buying decision) Table 7: Result of In-depth and Focus Group Interview (7Ps - Top Factors Affect Buying Decision) Figure Figure SECUMAIL functions 10 Figure Model of business buyer behavior 15 PHAN THI MY HAU – MCI INTAKE 10 Master Thesis – Factors Influencing Enterprises Making Buying Decisions of Email Security System (A Case Study of VNETWORK SECUMAIL Product) Figure Model of Organizational buyer behavior 16 Figure Differences between HCM and Hanoi 18 Figure Model of business buyer decision process 22 Figure VNETWORK marketing collateral content 23 Figure Consumer behavior and Marketing strategy 27 Figure Three level of product 30 Figure General research model 35 CHAPTER – INTRODUCTION 1.1 Introduction In 2018, ICT is one of the fastest-growing sectors in Vietnam with US$98.9 billion (Organisation, 2019, p 28), 13 times the revenue in 2010 (US$7.6 billion) There was estimated 30,000 IT businesses in hardware, software, digital content and ICT in mid-2018 The more business and consumers engage in online business, the bigger the demand for cybersecurity and privacy Communication is one of the most popular topics in today’s business world Among the different modes of communication, email is one of the most or most preferred methods of communication for work, important correspondence or even marketing Email is the most ubiquitous form of business communication In addition, email is integral to the overall Internet experience as an email account (i.e email address) is required to sign up to any online activity, including social networking sites, instant messaging and any other kinds of account or presence on the Internet 1.2 Background Context PHAN THI MY HAU – MCI INTAKE 10 Master Thesis – Factors Influencing Enterprises Making Buying Decisions of Email Security System (A Case Study of VNETWORK SECUMAIL Product) VNETWORK JSC is an IT based company providing cyber security products and services for almost years in Vietnam and South East Asia It is known as one of the top Content Delivery Network (CDN) provider in Vietnam, followed by Anti-DDoS & Web Application Firewall (WAF) Email security (SECUMAIL) is a new product that VNETWORK have launched officially since 2019 Marketing professionals of VNETWORK want to know why people or not buy the SECUMAIL system, how they make decisions, and what are the factors that affect their buying decisions The research results will help VNETWORK team to package their product in a way that meets the consumer’s needs and demand well as well as improve their marketing campaigns more effectively to the existing and potential customers SECUMAIL is an email system that helps to protect the customers from advanced threat It is launched for 15 years in many countries such as Korea, Japan, Singapore, US, and Vietnam It’s been well-known and used in many different industries such as logistics, banking, e-commerce, and IT SECUMAIL is famous for applying the most updated technology of the Artificial Intelligence (AI) and Machine Learning to Virtual Area (VA – Sand box) to create the virtual environment identifying behavior of senders Therefore, SECUMAIL is able to detect all types of new virus, ransomware and against the advanced threats from hackers, mail phishing Passing through 364 test of Rapid71 with the weakness point “0”, SECUMAIL is recommended by Gartner Organization2 to the market users for “top email system should be used to be safe from smart attack Rapid7 is a company that powers the practice of SecOps by delivering shared visibility, analytics, and automation to unite security, IT, and DevOps teams Garner, Inc is the world’s leading research and advisory company PHAN THI MY HAU – MCI INTAKE 10 Master Thesis – Factors Influencing Enterprises Making Buying Decisions of Email Security System (A Case Study of VNETWORK SECUMAIL Product) In addition to the advanced technology, SECUMAIL is built with outstanding functions which allow users to use the email system more effectively and safely such as re-call email, set password for send mail, big attachment up to 10GB, … Figure 1: SECUMAIL functions Source: SECUMAIL brochure, p 1.3 Research Problems PHAN THI MY HAU – MCI INTAKE 10 Master Thesis – Factors Influencing Enterprises Making Buying Decisions of Email Security System (A Case Study of VNETWORK SECUMAIL Product) According to Jim Riley, a business consists of two main products: goods and services Goods is defined as tangible thing that finally being consumed while service is the actions that other people or the business have done for you In this research, the goods is the email platform, the number of email accounts, the storages which the company sells to the users Services will be related to the friendliness of the user interface, system performance, the kindness and fast support of technical support team, any kind of action provided to the customers Customers will use their product experiment or personal judgment to score the SECUMAIL both the goods and the services The customer’s judgement will be very subjective judgment; ever since all customers might have different motives to consumer Their conclusion depends on their motivation which will directly affect their level of satisfaction Business marketer and sales people may not have a big picture of the customers’ insights toward the current SECUMAIL system As a result, there is an obstacle against providing the most effective consulting to convert potential leads into buyer The Board of Director (BOD) of VNETWORK believes that understanding the buyer’s behavior and their process of making buying decision for SECUMAIL system can help VNETWORK to provide an appropriate marketing strategy in enhance their competitive advantages Hence, it helps the teams to perform better in terms of work efficiency and sales revenue BOD also would like to have an in-depth feedback from the consumers about their satisfaction level for this SECUMAIL using experiences In ccomparison to the motives that they have from the time they made their buying decisions, what factors have been fulfilled and what factors are not? Based on the collected feedbacks, VNETWORK team can innovate and customize SECUMAIL business services PHAN THI MY HAU – MCI INTAKE 10 10 Master Thesis – Factors Influencing Enterprises Making Buying Decisions of Email Security System (A Case Study of VNETWORK SECUMAIL Product) Philip Kotler & Kevin Lane Keller (2012) Marketing Management New Jersey 07458: Pearson Education, Inc., publishing as Prentice Hall Philip Kotler et al (1999) Principles of Marketing NewJersey, USA: Prentice Hall Europe Rick Bell & David W Marshall (2003) Appetite Elsevier VNETWORK (2020) http://vnetwork.vn Retrieved from https://vnetwork.vn/en/products/secumail APPENDIXES Appendix 1: Interview guide Guidelines for semi-interview structures: Who is the participants The participants in in-depth interviews are decision makers or key influencers in their company purchasing process for SECUMAIL They are IT manager, business owner, Chief Information Officer, Chief Technology Officer For focus group interview, the participants are head of sales department/ customer service/ customer experience/ technology Duration of the interviews: 30 mins – hour/ slot Purpose of the interviews: To understand the customers buying decision process for SECUMAIL, what are the insights and factors that affect them while making purchasing decision Since then, propose the approaches for SECUMAIL business and system improvement in Vietnam to VNETWORK JSC for Key elements of the interview 4.1 Introduction Introduce my name, purpose of the interviews, confidentiality, PHAN THI MY HAU – MCI INTAKE 10 70 Master Thesis – Factors Influencing Enterprises Making Buying Decisions of Email Security System (A Case Study of VNETWORK SECUMAIL Product) interview duration, brief introduction about my thesis, how the interview will be conducted PHAN THI MY HAU – MCI INTAKE 10 71 Master Thesis – Factors Influencing Enterprises Making Buying Decisions of Email Security System (A Case Study of VNETWORK SECUMAIL Product) 4.2 Questions At the first time knowing about SECUMAIL, what In which situation makes you recognize your email system issue need to be improved? Trong trường hợp anh/ chị nhận thấy nhu cầu mua thay đổi hệ thống email sang SECUMAIL/ ReceiveGuard? (ví dụ: bị nhiễm virus, bị cơng, xem quảng cáo …) impressed you the most that made you decided to study further its information? Lần biết đến hệ thống SECUMAIL/ ReceiveGuard, điều tác động mạnh dẫn đến việc định tìm hiểu sâu sản phẩm anh/ chị? (ví dụ: cơng nghệ, khuyến mại, thiết kế đẹp, chương trình dùng thử, có tính đặc biệt mà anh/ chị What are the factors that made you concern during purchasing What are the factors that process for an email your company concerns system? during purchasing process for an email system? Anh/ chị thường quan tâm đến yếu tố Cơng ty có quy định q trình đưa gây tác động đến quyết định mua dịch vụ định mua dịch vụ email? email? (ví dụ: chất lượng sản phẩm, (ví dụ: chất lượng sản giá, tính chuyên nghiệp phẩm, giá, tính chuyên nhân viên, thương hiệu …?) How SECUMAIL brand impact you on your buying decision? (1-5, is the highest impact level) Hình ảnh thương hiệu SECUMAIL/ VNETWORK có tác động ntn đến định mua hàng anh/ chị? nghiệp nhân viên, thương hiệu …?) cần, thiết kế đẹp, giá rẻ ) PHAN THI MY HAU – MCI INTAKE 10 72 Master Thesis – Factors Influencing Enterprises Making Buying Decisions of Email Security System (A Case Study of VNETWORK SECUMAIL Product) 10 Among the factors of Product/ Price/ Promotion/ Place/ People/ Process/ Physical Evidence, which factor dominant your purchasing decision the most for this SECUMAIL? List out top highest impact factors Among the factors of Product/ Price/ Promotion/ Place/ How SECUMAIL People/ Process/ functions (recall email, How the AI/ Machine Physical Evidence, which set password, analytics Learning technology of How the design of factor DO NOT affect …) impact on your SECUMAIL that detects SECUMAIL in terms of your purchasing decision buying decision? (1-5, smart attacks from virus/ user interface, user for SECUMAIL? is the highest impact hackers affect your buying experience affect your level) decision? (1-5, is the buying decision? (1 - 5) (1 is the highest) Trong yếu tố Sản phẩm/ Giá/ Khuyến mại/ Kênh bán hàng/ Con người/ Quy trình bán hàng/ Cơ sở vật chất, yếu tố tác động mạnh đến định mua hàng cho dịch vụ SECUMAIL/ ReceiveGuard anh/ highest impact level) Trong yếu tố Sản Các tính Thiết kế SECUMAIL phẩm/ Giá/ Khuyến mại/ SECUMAIL (thu hồi Công nghệ AI/ máy học giao diện, trãi nghiệm Kênh bán hàng/ Con mail, đặt password, SECUMAIL để phát khách hàng (UI/ UX) ảnh người/ Quy trình bán phân tích báo cáo …) có cơng thơng minh hưởng đến định hàng/ Cơ sở vật chất, tác động Virus/ hackers có tác động mua hàng anh/ chị yếu tố không gây ảnh đến định mua ntn đến định mua ntn? hưởng đến định hàng anh/ chị? hàng anh/ chị? mua SECUMAIL/ ReceiveGuard anh/ chị? chị? PHAN THI MY HAU – MCI INTAKE 10 73 Master Thesis – Factors Influencing Enterprises Making Buying Decisions of Email Security System (A Case Study of VNETWORK SECUMAIL Product) 11 12 13 14 15 16 While evaluating suppliers, what In which situation factors you that makes you often consider decide to eliminate of? the suppliers from being evaluated? Trong lúc đánh giá để lựa chọn Trong trường hợp nhà anh/ chị cung cấp, định gạt bỏ yếu tố anh/ nhà cung cấp chị thường lưu ý? khỏi danh sách xem xét đánh giá (ví dụ: cơng ty có mình? nhiều khách hàng lớn (ví dụ: nhân viên dùng dịch vụ, thiếu chuyên chuyên gia nghiệp, cơng ty có giới thiệu, scandle khơng tốt, thương hiệu, văn cơng ty quy mơ hóa cơng ty, có nhỏ, thương hiệu người thân quen không tiếng …) How long does it take your company to process buying SECUMAIL? What How important is email are the steps and security to organization who will involve in and business? (rank from this purchasing – 5, is very important) process? Việc bảo mật cho email Anh/ chị tốn bao (bao gồm bảo vệ liệu, nhiêu thời gian để chống nhiễm virus mail) tìm hiểu đưa đóng vai trò quan trọng định mua tổ SECUMAIL/ chức anh/ chị? (1-5, ReceiveGuard? quan trọng) What made you How impact price factor decided to buy to your buying decision SECUMAIL? of SECUMAIL? (rank from 1-5, is the Điều làm anh/ strongest impact) chị đưa định mua Yếu tố giá tác động ntn SECUMAIL/ đến định mua ReceiveGuard? hàng anh/ chị? Các bước thường bao gồm có tham gia? tổ chức …) PHAN THI MY HAU – MCI INTAKE 10 74 Master Thesis – Factors Influencing Enterprises Making Buying Decisions of Email Security System (A Case Study of VNETWORK SECUMAIL Product) 17 18 19 20 21 What is your assessment How payment structure of after using SECUMAIL? SECUMAIL encourage How promotion for Rank the level of your buying decision? SECUMAIL influence to satisfaction from to (5 is your buying decision? extremely satisfied) Các phương pháp Sau bắt đầu sử dụng quảng cáo & truyền hệ thống email thông VNETWORK VNETWORK, đánh giá cho SECUMAIL ảnh anh chị SECUMAIL/ hưởng ntn đến ReceiveGuard định mua hàng bạn? (về lực hệ thống, How other costs involve? Các cấu trúc/ sách tốn SECUMAIL có ảnh hưởng ntn đến định mua hàng anh/ chị? How location influence you to buying decision? Địa điểm/ kênh bán hàng có ảnh hưởng ntn đến định mua hàng anh/ chị? Các chi phí phụ trội khác sao? What should VNETWORK in order to improve SECUMAIL? Cơng ty VNETWORK nên làm để cải tiến SECUMAIL/ ReceiveGuard tốt hơn? công nghệ vv) ? (1-5, hài lòng) Appendix 2: Survey Questionnaires Analysis by Microsoft Access Reasons Changing New Email Systems Enterprises SMEs Good product quality (features, functions, technology) 88% 100% More security to prevent risk of losing data 13% 0% PHAN THI MY HAU – MCI INTAKE 10 75 Master Thesis – Factors Influencing Enterprises Making Buying Decisions of Email Security System (A Case Study of VNETWORK SECUMAIL Product) Good customer service (support) 25% 0% Simply get an email system with security concern 13% 0% Reasons Buying SECUMAIL Enterprises SMEs Email functions and features 13% 50% Nice design (UI/ UX) 13% 13% Technology of How Location Affects Buying Decision Enterprises SMEs No impact 75% 88% A little impact 25% 0% Pretty impact 0% 13% High impact 0% 0% Very high impact 0% 0% filtering virus, spam/ malicious mails 75% 63% Professional staff Factors Affect (good manner, good consulting) 13% 0% Complying with Buying Enterprises SMEs 79.17% 58% Price 8% 35% People 8% 8% Process 8% 0% Decision Product customer's purchasing process/ rules (POC, bidding) 13% 0% Good price policy 25% 0% PHAN THI MY HAU – MCI INTAKE 10 76 Master Thesis – Factors Influencing Enterprises Making Buying Decisions of Email Security System (A Case Study of VNETWORK SECUMAIL Product) Factors From The Company Affect Buying Enterprises SMEs Decision Certificates Supplier's commitment (NDA, SLA) 0% 0% 0% 0% 25% 0% 13% 0% 50% 63% 13% 50% 0% 13% Complying with customer's purchasing process/ rules (POC, bidding) Product with well-known as a good brand name Product quality that satisfy customer's expectation & requirements Price Professional staff (good manner, good consulting) PHAN THI MY HAU – MCI INTAKE 10 77 Master Thesis – Factors Influencing Enterprises Making Buying Decisions of Email Security System (A Case Study of VNETWORK SECUMAIL Product) Good customer service (support) 13% 13% Factors From The Person In Charge Affect Buying Enterprises SMEs Decision Price 13% 63% Product quality 63% 38% 50% 25% 0% 0% 13% 13% 13% 13% features 25% 25% Nice design (UI/ UX) 13% 13% Good customer service (support) Good reference groups Professional staff (good manner, good consulting) Technology of filtering virus, spam/ malicious mails Email functions and PHAN THI MY HAU – MCI INTAKE 10 78 Master Thesis – Factors Influencing Enterprises Making Buying Decisions of Email Security System (A Case Study of VNETWORK SECUMAIL Product) Factors Affect Selecting An Email Supplier Many good reference groups of existing customers Introduced by experts Well-known/ reputable brand/ company Good product quality Factors Enterprises SMEs Selecting An 50% 25% 13% 0% 38% 25% 13% 25% 25% 0% Promotion 0% 13% Relation with the company staff 0% 0% 13% 38% Good customer service policy Satisfy customers' expectation during purchasing process Price PHAN THI MY HAU – MCI INTAKE 10 SMEs Total Supplier Reference Group 13% Enterprises Email Product 50% (outstanding functions) Affect Price 63% 55% 59% 31% 18% 25% 6% 27% 17% 79 Master Thesis – Factors Influencing Enterprises Making Buying Decisions of Email Security System (A Case Study of VNETWORK SECUMAIL Product) SECUMAIL Brand Affect Buying Decision Enterprises SMEs No impact 50% 38% A little impact 50% 63% Pretty impact 0% 0% High impact 0% 0% Very high impact 0% 0% PHAN THI MY HAU – MCI INTAKE 10 80 Master Thesis – Factors Influencing Enterprises Making Buying Decisions of Email Security System (A Case Study of VNETWORK SECUMAIL Product) Importance Of Email Data Promotion Enterprises SMEs Total Not important 0% 13% 6% Quite important 0% 0% 0% Important 13% 0% 6% Highly important 13% 38% 25% Extremely important 75% 50% 63% Payment Structure Of SECUMAIL Affect Buying Enterprises SMEs Decision No impact 75% 88% 0% 0% Impact 13% 0% Highly impact 13% 13% 0% 0% A little impact Extremely impact PHAN THI MY HAU – MCI INTAKE 10 Reasons Buying SECUMAIL Enterprises SMEs Email functions and features 13% 50% Nice design (UI/ UX) 13% 13% 75% 63% 13% 0% Complying with customer's purchasing process/ rules (POC, bidding) 13% 0% Good price policy 25% 0% Technology of filtering virus, spam/ malicious mails Professional staff (good manner, good consulting) 81 Master Thesis – Factors Influencing Enterprises Making Buying Decisions of Email Security System (A Case Study of VNETWORK SECUMAIL Product) Improvement Suggestion Enterprises SMEs App development 0% 13% User interface 0% 13% 25% 13% 25% 13% 38% 38% 0% 13% 25% 0% 13% 0% 0% 25% 13% 0% More function development System performance (fast loading, being stable) Fix the current issues AI & Machine Learning Technology of SECUMAIL (email go to junk box, Enterprises SMEs Affect Buying Decision blocking email wrongly) More features development No impact 0% 13% (IMAP) A little impact 0% 13% Enhance system filtering Pretty impact 13% 0% High impact 50% 25% Very high impact 38% 38% capability Improve troubleshooting effectiveness More attractive price policy/ promotion More system innovation to be updated for the customers PHAN THI MY HAU – MCI INTAKE 10 82 Master Thesis – Factors Influencing Enterprises Making Buying Decisions of Email Security System (A Case Study of VNETWORK SECUMAIL Product) Appendix 3: The time was too short to conduct this study in the best way and gather enough information in order to reach at the best conclusion; Hence, researcher tried to use this available time to make the study better There will be main tasks to be done for this research Timeline of research finalization is in November 2020: PHAN THI MY HAU – MCI INTAKE 10 83 Master Thesis – Factors Influencing Enterprises Making Buying Decisions of Email Security System (A Case Study of VNETWORK SECUMAIL Product) # Task June, 2020 July, 2020 Timeline For Implementation August, 2020 September, 2020 October, 2020 November, 2020 W1 W2 W3 W4 W1 W2 W3 W4 W1 W2 W3 W4 W1 W2 W3 W4 W1 W2 W3 W4 W1 W2 W3 W4 Drafting ideas Overview the background of the research plan Figuring out the advantages and disadvantages of the research Defining the need of the research Generalizing the literature review Forming the research proposal Referring the advices and adjusting the research Referring the advices of thesis advisor and business owner of SECUMAIL Adjusting thesis conceptual framework Selecting and defining the scope and limitation of this research Drafting the interview questionnaires Pilot interview to check the questionnaire Adjust questionnaires Collecting data Ask for permission to conducting research Conducting in-depth interview, focus groups Organizing data Writing analysis Finalizing and submitting the final research Finalizing Submitting PHAN THI MY HAU – MCI INTAKE 10 84 ... Factors Influencing Enterprises Making Buying Decisions of Email Security System (A Case Study of VNETWORK SECUMAIL Product) SECUMAIL – Email Security System, a product of VNETWORK JSC BOD – Board of. .. MCI INTAKE 10 18 Master Thesis – Factors Influencing Enterprises Making Buying Decisions of Email Security System (A Case Study of VNETWORK SECUMAIL Product) 2.3 Internal factors influencing Organizational... – Factors Influencing Enterprises Making Buying Decisions of Email Security System (A Case Study of VNETWORK SECUMAIL Product) Factors affect buying decision External factors (H1) Internal factors